The Zetter Bloomsbury opens adding a high-design boutique base in central London

• April 8, 2026
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The Zetter Group has expanded its London footprint with the opening of The Zetter Bloomsbury, a 68-room boutique hotel positioned opposite the British Museum and within easy reach of Russell Square, King’s Cross and the West End.

Set across six interconnected Georgian townhouses on Montague Street, the new property brings a more intimate, design-led accommodation option to one of central London’s most culturally significant districts. For business travellers, it offers a character-rich alternative to larger corporate hotels, with a location that places guests close to key transport links, academic institutions and the commercial activity of central London.

The hotel has been designed by James Thurstan Waterworth, with interiors shaped to feel more like a private London residence than a conventional hotel. The Zetter has leaned into Bloomsbury’s literary and intellectual heritage, creating a property that blends heritage architecture with a layered, residential style intended to appeal to travellers who increasingly value individuality and a strong sense of place. Accommodation ranges from compact wood-panelled rooms to larger suites, including a Terrace Suite overlooking the garden. In-room design focuses on comfort and personality, while shared spaces have been developed to support both downtime and informal meetings. These include The Parlour for drinks and lighter refreshment, and The Orangery, which serves breakfast, afternoon tea and private events.

One of the hotel’s defining features is its 1,000-square-metre private garden, a rare luxury in this part of London and a notable point of difference in a city market where outdoor space remains a premium asset. The property also includes a terrace and wellness touches such as outdoor yoga, broadening its appeal for travellers combining work with leisure.

From a business travel perspective, The Zetter Bloomsbury enters the market at a time when demand continues to grow for smaller, premium hotels that deliver strong design, central positioning and a more personalised guest experience. Its opening further strengthens Bloomsbury’s appeal as a base for travellers seeking proximity to meetings and cultural landmarks, without sacrificing style or discretion.